“…Singhapakdi et al (1996) also pointed at the relevance of moral intensity for the recognition of a marketing dilemma, showing that situations with higher moral intensity are perceived more often as an ethical dilemma than those with low perceived moral intensity. Finally, several studies suggest that not all underlying dimensions of morality are equally important for ethical judgment and behavioral intentions (e.g., Barnett, 2001;McMahon & Harvey, 2006;Singhapakdi et al, 1996). Barnett (2001), for example, found that social consensus influences the recognition of an ethical issue, whereas behavioral intentions and the final judgment are influenced by social consensus, temporal immediacy, seriousness of consequences, and proximity.…”